What does true impact look like? For CHANEL, it would be legacy. First launched in 2001 by perfumer Jacques Polge, the enduring Coco Mademoiselle line’s cultural clout lies in the fact that it is an entire generation’s defining CHANEL fragrance. After all, it’s often CHANEL’s best-selling fragrance, topping even the iconic N°5.

With notes of rose, jasmine, and patchouli, Crush Absolu opens with a burst of grapefruit before settling into its sensual vanilla and vetiver. What sets this new Coco Mademoiselle fragrance apart is how it ups the ante with juicy lychee and an undercurrent of intense amber that comes through once it dries down. The result is sweet yet velvety, a push-then-pull — it’s the rush of knowing exactly who you are. And who better to be its newest face than Gen Z lovergirl, Gracie Abrams?

As Coco Mademoiselle Crush Absolu’s newest face, Abrams transforms into a bold, seductive and spontaneous ingenue. Shedding all pretences and armed only with her fragrance, she takes off into the Parisian night where she stumbles upon a sleepy cafe. The night bursts into life once she enters — because Coco Mademoiselle is just that girl.

Check out the Coco Mademoiselle Crush Absolu pop-up at New BahruFrom now to 13 September 2026, CHANEL transformed Alma House at New Bahru into a romantic Parisian cafe, modelled after the very cafe Abrams chances upon during her evening of spontaneity. In addition to getting a whiff of the Coco Mademoiselle Crush Absolu in the flesh, the experience includes a personalised consultation, where guests are guided through the entire suite of the Coco Mademoiselle line, a scented ritual and hand massage, and a bespoke makeup service. The experience ends at the cafe counter, where guests can order a signature drink, have a photo opportunity, and take a scented keepsake home.

Once you are done with this story, click here to catch up with our August 2026 issue.